Captify, a leading search intelligence platform for the open web, has recently launched Search-a-Like audiences, a powerful tool designed to help brands maximize their first-party data. This tool was previously only available to select users in beta under the name Audience Amplifier but is now accessible to all clients.
As brands navigate through the phaseout of third-party cookies, there is an increasing focus on utilizing first-party data for audience targeting. Search-a-Like audiences combine a brand’s first-party audience data with Captify’s extensive network of real-time onsite search data to reach qualified, highly relevant audiences on a large scale.
Captify uses advertiser’s audience data and matches it with their search data network to identify the most interesting topics and content for that specific audience. This information is then used to locate similar consumers across various channels. Advertisers can leverage this technology to target these audiences using Captify’s cookie-based or cookieless technology within a DSP of their choosing. Clients who have utilized this tool have seen a 5 percentage point increase in VTR (view-through rate).
By utilizing Search-a-Like audiences, advertisers can effectively engage new customers while maximizing their first-party data, expanding their audience reach through deterministic search data, optimizing their budgets and improving campaign results. This tool enables advertisers to activate premium audiences within a quick turnaround time of 48 hours across all channels and devices through any DSP platform. Amelia Waddington, the chief product officer at Captify believes that having a robust first
